In a move that is set to shake up the college football endorsement landscape, Wisconsin wide receiver Will Pauling has officially signed what sources describe as an “extremely lucrative” NIL (Name, Image, and Likeness) deal with global energy drink giant Red Bull. The agreement, announced late Friday night, reportedly positions Pauling as one of the highest-earning athletes in the Big Ten under NIL regulations. While exact figures have not been disclosed, insiders say the deal includes a significant financial package, performance bonuses, and high-profile media appearances throughout the 2025 season.
Pauling, who emerged as a breakout star for the Badgers last season, has quickly built a reputation as one of the most dynamic receivers in the conference. Known for his explosive acceleration, precise route running, and ability to create separation in tight coverage, he finished last year with over 1,000 receiving yards and eight touchdowns. His on-field production, coupled with his charismatic personality off the field, made him a prime target for major brands looking to connect with college sports audiences. Red Bull, in particular, has been seeking an athlete who embodies speed, energy, and a fearless competitive spirit—qualities that Pauling has displayed in abundance.
The partnership will see Pauling featured prominently in Red Bull’s upcoming marketing campaigns, which will include national television ads, social media pushes, and even appearances at extreme sports events. According to sources close to the deal, Red Bull plans to integrate Pauling into its broader brand identity, showcasing him not just as a football player, but as a multifaceted athlete capable of representing the brand’s adventurous and high-performance lifestyle. There are also plans for Pauling to participate in Red Bull-sponsored charity initiatives across Wisconsin, further solidifying his image as a fan favorite.
For Wisconsin football, this endorsement represents another step into the new era of NIL-driven college athletics, where top-performing players can secure life-changing financial opportunities before ever stepping onto an NFL field. Head coach Luke Fickell praised Pauling’s work ethic and leadership, noting that his success off the field is a reflection of the discipline he brings to the program. “Will is an example of what happens when talent meets hard work,” Fickell said. “This deal is a testament not only to his abilities but to the kind of character brands like Red Bull want to be associated with.”
Pauling himself expressed excitement about the partnership, calling it a “dream come true” during a press conference at Camp Randall Stadium. “Red Bull has been a brand I’ve admired for years,” Pauling said. “They stand for energy, passion, and pushing yourself beyond limits—values that match how I approach football and life. This is bigger than just a sponsorship; it’s a chance to inspire people and give back to the community.” He also hinted at a few “surprises” fans can expect later this season as part of the deal’s promotional efforts.
Industry analysts believe Pauling’s signing could influence other major brands to pursue NIL agreements with rising college stars, especially in football programs that command large, dedicated fan bases. Red Bull’s move into NIL partnerships with NCAA athletes signals that non-traditional sports sponsors are beginning to view college football as a prime marketing platform. Marketing consultant Jason Reynolds noted, “When companies like Red Bull step into NIL with this level of commitment, it raises the stakes for everyone. Other brands will either have to compete or risk losing visibility with a younger demographic.”
As the 2025 college football season approaches, all eyes will be on Pauling—not only for his performance on the field but also for how he handles the increased attention that comes with being a brand ambassador for one of the most recognizable companies in the world. For the Badgers faithful, the hope is that this new partnership will only fuel Pauling’s drive for success, giving him that extra boost—both literally and figuratively—when the games matter most.
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